When I joined Fabcom Structural Ltd., I did not think of my job as “just marketing.” I walked into an environment where structure, engineering logic, and global standards shape even the smallest decisions. Fabcom Structural operates under the CNBM Sinoma Group, an ecosystem with an industrial mindset, a manufacturing rhythm, and a commitment to quality that leaves no room for guesswork.
I assumed I would write press releases, manage event and possibly oversee communication. Instead, my role expanded into something much broader: sitting at the intersection of Strategy, Product Awareness, Sales Enablement, Marketing Operations, Content Marketing, SEO and Digital Marketing, all while helping to build a structured marketing function from scratch.
Most people see marketing as campaigns and graphics. What I do daily goes far beyond that. My work touches everything from product positioning to cross-functional alignment, market education, customer segmentation, systems-building, and measurement frameworks that translate creative ideas into business outcomes.
This is the story of that it is: practical, structured, and rooted in real work.
Building Structure Where None Existed Yet
When I joined in 2024, Fabcom Structural already had the most important pieces:
- A high-capacity factory,
- Reliable product lines,
- Strong quality control systems,
- And a leadership team with a clear vision.
What the company didn’t have yet was a functioning marketing structure.
- There was no in-house content team.
- No internal creative capability.
- No lead management system.
- No operational framework connecting marketing to sales.
- No consistent storytelling linking our product lines to customer needs.
Therefore, i spent the last 2 year making sure that marketing existed in conversations, in systems by starting from the foundations, not with campaigns or posting, but with structure.
Before I created a single piece of content, I studied:
- our production systems,
- factory processes,
- QC procedures,
- lead times,
- logistics considerations,
- sales workflows,
- and customer patterns in different regions.
Marketing only works when it aligns with operational truth. Messaging must reflect what the factory can produce, what sales can deliver, and what customers actually want. Studying these systems early shaped how I approached strategy.
The strategy foundation sits on three questions:
- What does the business need right now?
- Where is the customer in their decision journey?
- What systems must exist to support growth?
Everything I built after that, content calendars, reporting structures, lead management processes, digital campaigns, grew from that foundation.
Thinking of Strategy as a Connection
My strategy work became less about “what campaigns to run” and more about connecting dots:
- Connecting the product’s performance to customer perception.
- Connecting demand patterns to production realities.
- Connecting internal communication to external storytelling.
- Connecting digital visibility to sales outcomes.
- Connecting marketing activities to measurable ROI.
Every strategy decision flowed from a single principle: No activity should stand alone. Everything must feed into a system.
Turning Technical Products Into Clear Market Narratives
Roofing is a technical product. Customers don’t simply buy “roofing tiles.” They choose between thicknesses, substrings, cost, coatings, profiles, lifespans, and value propositions.
When I joined, this complexity was not being communicated clearly.
I had to understand the details:
- coating processes,
- stone adhesion,
- substrate thickness,
- corrosion resistance,
- profile differences,
- production tolerances,
- installation realities.
This allowed me to translate technical details into clear, simple, accurate product narratives that customers could understand without losing the engineering integrity.
As product awareness requires more than stating features but also providing clarity. My work involved turning product details into strong market reasons:
- Why 0.35mm or 0.4mm matters in long span roofing.
- Why some families choose ZumaStone budget range.
- Why SolarStone solves energy and shelter at once.
- Why ApexStone appeals to high-end builds.
- Why 0.20mm vs 0.24mm vs 0.22mm stone coated sheets serve different segments.
I created comparison charts, product education posts, thickness guides, maintenance explainers, and visual breakdowns, all designed to help customers connect product performance to personal benefit.
I keyed into the insight below early, which later became the foundation of our content marketing strategy.
Clear product awareness reduces friction in the sales process.
It lowers objections.
It increases trust.
It improves the quality of inquiries.
It strengthens brand memory.
Designing Tools That Help Sales Teams Close Faster
One of the most important shifts in my role was realizing that marketing should not only drive awareness, it should also make selling easier.
Before I joined, sales communication wasn’t fully standardized. Product explanations varied depending on who the customer spoke to, pricing was shared consistently to distributors. customers inquires was all over the space, technical explanations were not uniform.
I worked on:
- Pricing communication templates from Customer POV
- Standardized product explanations,
- Pitch materials
- Sales playbooks
- Brochures,
- SOPs for Customer inquires
- Frequently asked questions for roofing products
- Comparison sheets,
- Factory tour scripts,
- and products documents.
These resources helped unify the sales narrative across the team.
Building a Feedback Loop With Sales
My decisions were being centered in sales realities. I spend time understanding:
- Common objections,
- Frequently asked questions,
- Confusing specifications,
- Market misconceptions,
- Customer behavior patterns,
- and regional differences in demand.
Every time sales shares an insight, I convert it into content, messaging, or a marketing asset.
Marketing as a Support Engine
Marketing isn’t separate from sales.
Marketing extends the sales team’s reach.
Marketing reinforces the brand before a conversation even happens.
Marketing reduces the work sales must do at the first touchpoint.
This alignment has made every campaign stronger.
Building Systems That Make Everything Work
Marketing operations is often invisible work, but it’s where marketing turns into an actual business function.
Fixing Lead Tracking and Data Flow
Early on, leads moved informally, from social media inboxes straight to individual sales reps. There was no central system to measure conversion rates, response times, lead quality, or campaign ROI.
I built a structured lead management flow:
- Meta → HubSpot → WhatsApp → Assigned Sales Rep
- Tracking → Follow-up → Reporting
This system allowed us to measure:
- how many inquiries each campaign generated,
- which ads performed best,
- which platforms brought qualified leads,
- response speed across the team,
- and conversion challenges.
We began making decisions based on data, not assumptions.
Operationalizing Reporting
I built reporting dashboards that link content performance, ad spend, and leads to actual business outcomes.
Marketing reports now include:
- ROI across campaigns,
- cost per lead,
- lead-to-conversation ratios,
- platform-specific performance,
- content categories that drive the best engagement,
- top-performing formats (videos, carousels, explainers),
- and quarterly strategy shifts.
Without this foundation, scaling marketing would have been impossible.
Turning Content Into a Growth Engine
People may think content marketing is about designing posts, but the work is far deeper than that.
Building a Content System From Scratch
There was no content structure when I joined. I created:
- content calendars,
- strategy pillars,
- SEO-driven blog topics,
- TikTok culture content,
- LinkedIn thought leadership direction,
- educational roofing explainers,
- factory-process videos,
- technical breakdowns,
- customer experience stories,
- and employee-generated content guidelines.
Each piece has a clear purpose, education, trust-building, product clarity, or engagement.
From Promotional to Educational Storytelling
The content strategy I built focuses on educating rather than aggressively selling.
Because roofing is a high-consideration purchase, customers make decisions based on trust and clarity.
Education builds both.
People want to understand:
- the difference between stone-coated and long span roofing,
- why thickness matters,
- how to identify substandard products,
- how solar integrated roofing works,
- how pricing is calculated,
- and how to choose the right roofing product for their home.
Our content gives them that clarity.
Creating a Multi Platform Presence With Purpose
Each platform plays a role:
- Facebook → mass awareness + inquiries
- LinkedIn → industry leadership + corporate credibility
- TikTok → culture, behind-the-scenes, entertainment and product education
- YouTube → long-form explanations + factory process insights
- Website → SEO, authority, education, and conversion
Making the have a uniform voice, with different functions and a shared goal which is to build trust and drive growth.
Running Performance-Driven Campaigns
Digital marketing at Fabcom Structural is structured, targeted, and data-backed.
Lead Generation Campaigns
The first lead generation campaign I ran became the turning point, tiny budget, significant results, and measurable leads.
That campaign demonstrated that digital marketing could support real revenue.
Audience Segmentation Based on Real Behavior
Our digital audiences include:
- roofing dealers,
- contractors,
- real estate developers,
- families building homes,
- solar-interested households,
- budget-conscious customers,
- premium-segment clients,
- and location-based micro-segments.
Campaigns move beyond demographics, by reflecting on actual customer intent.
Creative as a Function, Not Decoration
Our creatives:
- highlight factory credibility,
- show production integrity,
- communicate product clarity,
- and reduce customer uncertainty.
Digital assets are not decoration, they are tools shaped by strategy.
Where My Role Overlaps With Operations, HR, and Leadership
Working at Fabcom Structural means stepping into roles that extend beyond traditional marketing.
Supporting HR in Recruitment for Sales Teams
I helped initiate and support the recruitment of:
- sales representatives,
- a sales manager,
- a sales director,
- and a solar sales manager.
Because hiring affects marketing outcomes, the best campaigns mean nothing if customer follow-up is weak.
Operations Understanding as a Marketing Advantage
I learned our operational systems to ensure marketing never promised what production couldn’t deliver.
This alignment prevents brand inconsistencies and customer dissatisfaction.
Leadership Collaboration
Leadership here, values capability-building. I have had room to design processes that didn’t exist before. Every project, from lead management systems to content calendars, has contributed to building a marketing function with maturity, accountability, and structure.
Marketing Function That is Ready
We aren’t yet exporting roofing sheets globally, but our organizational standards already operate at a global level.
Marketing will continue to play a key role in this evolution by:
- strengthening regional product narratives,
- improving digital visibility,
- building automated marketing systems,
- deepening cross-functional alignment,
- expanding SEO-driven content,
- improving analytics maturity,
- and supporting sales at scale.
The long-term vision is clear as Marketing should not only tell the story, it should shape the structure.
What It Means to Sit at the Intersection
My job is not isolated to one department. I sit at the connection point between:
Strategy → Product → Market → Sales → Operations → Content → Digital → Measurement
Every day involves translating complex information into clarity:
- technical details into customer language,
- leadership vision into actionable plans,
- sales insights into content,
- data into decisions,
- and operational realities into messaging.
This intersection is where growth happens, not through flashy campaigns, but through structure, alignment, and storytelling built on truth.
- Marketing is not “posting.”
- Marketing is system-building.
- Marketing is clarity.
- Marketing is cross-functional.
- Marketing is strategic.
- Marketing is operational.
- Marketing is narrative.
And this is the work I do every day at Fabcom Structural Ltd.
If you are interested in how I think about building marketing systems, content operations, and revenue-aligned strategy in manufacturing and B2B environments, I share more of my work and thinking on LinkedIn or Medium. Connect with me here: Adeleke Nafisa LinkedIn profile
